Embodied Communication in Rural Short Videos—A Case Study of “Kangzai Nongren” on TikTok

三农短视频展示了农村和农民如何通过新媒介平台实现话语权的重构，短视频平台的发展和传播特点表明了短视频作为一种新兴传播形式如何影响农村与城市之间的沟通与互动，具身传播理论则为理解短视频中身体的作用提供了关键的理论框架。本文通过内容分析法对“康仔农人”在抖音平台发布的短视频进行系统性的分析，识别其主要内容主题、叙事模式和具身化表达方式。其次，本文通过文本分析和符号学分析，探讨具身传播在短视频内容中的具体体现。最后，通过对相关观众评论的分析，本文进一步探讨具身传播如何通过情感互动影响观众的社会认知。Rural short videos demonstrate how rural areas and farmers can reconstruct their discourse power through new media platforms. The development and communication characteristics of short video platforms indicate how short videos, as a new form of communication, influence the communication and interaction between rural and urban areas. Embodied communication theory provides a key theoretical framework for understanding the role of the body in short videos. This paper conducts a systematic analysis of the short videos posted by “Kangzai Nongren” on Douyin through content analysis, identifying the main content themes, narrative patterns, and embodied expression methods. Secondly, through text analysis and semiotics analysis, this paper explores the specific manifestations of embodied communication in short video content. Finally, by analyzing the relevant audience comments, this paper further discusses how embodied communication influences the social cognition of the audience through emotional interaction.